What is GAID?

GAID stands short for Google Advertising ID. This is a unique device identifier by Google that allows advertisers to monitor user ad activity on Android devices. 

App marketers use it to track the users’ activity across apps and deliver personalized ads. 

By using device-level information, they can determine which campaigns, ad creatives, and ad networks perform best. 

GAID and user privacy

GAID is Google’s equivalent of Apple’s IDFA (Identifier for Advertisers). With the launch of its privacy framework, ATT, Apple has restricted the use of IDFA, which can only be used with user consent. 

In 2024, Google is launching its privacy framework, Privacy Sandbox, which will eliminate GAID and provide marketers with an alternative way of tracking user ad activity.